Research On The Adult Higher Education Marketing Strategy Of The GY Company Of Guangdong

Private adult higher education has become the effective supplement to the higher education system in China,the increase on the knowledge,skills,technology and the encourage of national policy.The plethora of private colleges formed a huge impact to the GY company of Guangdong since the 21 st century.The marketing has become one of the main strategy to get the customer and occupy the adult higher education markets when facing the increasingly market competition.Through the investigation to know the GY company exist a lot of problem,as the marketing organization is not sound,single marketing channels,marketing management lag and so on,it has affected seriously to the company's business goals.In order to achieve the company's goal of creating the first brand adult higher education,needs to research on marketing channel operation system,put forward the scientific and reasonable suggestions for the existing problems,and formulate corresponding measures.This paper based on the study of education industry marketing operation related literature at home and abroad,analysis the present situation and problems of the Guangdong education industry marketing channel by the marketing and service marketing theory.Then,the article study the marketing channel operation of the GY education company.Study on the macro environment,as the political and legal,economic,social,cultural and technical and so on by the PEST analysis method;At the same time,clarify the superiority,disadvantage of the company's marketing operations,and the opportunities and challenges of development by the SWOT analysis method.Points out the problems of marketing operations in the current with the reality of the company,so that to clear and definite the direction and key of the development of the company marketing channel,and avoid the negative effects by the one's own disadvantage and external threat.This paper according to the working experience and market research,segmentation,choice and positioning the adult higher education education market of the GY company,and on this basis,has established the marketing operations strategy planning from the marketing channel development,channel management and word of mouth marketing,so as to provide reference for company marketing goals.